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Understanding Marketing from a
Human Perspective
Marie Wiese, President and Founder
Marketing CoPilot Inc.
June 5, 2017
linkedin.com/in/marketingcopilot/
The Next 30 Minutes
• The Trust Equation
• The Buyer Journey
• Mapping the Buyer Journey to your Web Presence
• Getting from Lead to Pipeline
Will you marry me?
The psychology of first meetings…
• What is your first impression?
• How do you feel?
• What do you do next?
What happens when people find you
online?
• Website
• Social media
• Articles
• Blog
• Advertising
The Job of Sales
Is to build trust
• Trust enables action
• Action demonstrates trust
• Action needs to be completed in the process of following
through
The Job of Marketing
Is to make change happen…
Create Tension
• Feeling left out
• Getting ahead
• Spending too much or too little
• Of being right or wrong
• Trying to figure something out or learn something new
Connecting with people…
How do you build trust with
your prospects?
The Buyer Journey then…
Months• Two trade shows over 250 kms
• Several brochures
• Hours of research
• Countless phone calls
• Multiple letters
• Several weeks to purchase
• Hours with sales team
The Buyer Journey now…
Days
• Multiple search engines (Google, Amazon, Facebook, Kijiji)
• Laptop, tablet and cell phone
• Wikipedia
• Social media platforms (Facebook, Instagram)
• No time with sales person to qualify themselves
Traditional Sales Funnel
Qualifying
• I love your value proposition and I am ready to buy from you
• I like your value proposition but I am not ready yet
• I hate your value proposition and I will never buy from you
Your Tool Kit
Owned Media
• Website, blog, email marketing, newsletter, brochure, etc.
Rented Media
• Social tools, public relations, industry forums, customer review
sites, etc.
Paid Media
• Pay-per-click, newspaper or radio advertising, Facebook ads,
billboards
Common Mistakes
1. Overweighting in sales and underspending on marketing
2. Thinking lead to pipeline is about tactics not about people
3. Ignoring the online buyer journey
4. Thinking your website and time you put into it is good enough
4 Steps to get from Lead to Pipeline
1. Have a well defined value proposition and buyer persona.
2. Define key conversion points in your customers’ buying
journey.
3. Track buyer activity against defined conversion points.
4. Confirm that prospects fit the target market that you set in Step
#1.
Evidence-Based Marketing
Marketing CoPilot Inc. is a digital marketing agency with a proven
methodology for developing and testing customer-centric content.
100% of the companies that implement our program have reduced the
cost of lead acquisition, improved the quality of leads and increased
revenue.
Marketing CoPilot Inc is a registered Canadian trademark.
Copyright @2016. Not to be reproduced or reused without full attribution
Marketing CoPilot Inc. | 20 Bay Street | Toronto, ON | M5J 2N8 | 416.850.1672
Resources
Subscribe to our Blog
marketingcopilot.com/blog
Get our Essential Guide to Better
Content Marketing
marketingcopilot.com/content-
marketing-essential-guide/
Get the Book on Amazon
